Robert's Bakery was established in 1887 and is on of the UK’s largest produced of bread next to Warburton's and Hovis. As well a producing houshold loaves they also aim to disrupt the market and challenge conventional baking.
As part of this remit a new range of bread products were created, “Digestion Boost”. Created with live ferments and the bread is “packed with fibre and calcium to complement a healthy gut, enabling all artificial preservatives to be removed as well as some of the additives”. This sourdough loaf was designed to target the health conscious customer with the added benefits of fermentation in an everyday loaf.
A concept around the theme of your “daily bread” was created, driven by the idea of “gut health for everyone”, a series of toast images aimed to show the bread as something that could be had everyday, however you like it. A target audience of families meant the recipes were based on typical family favourites but slightly elevated in styling.
An exclusive deal with the UK's biggest supermarket Tesco saw the launch of the products in the North West and Midlands stores, with a planned nationwide launch in due course. The campaign came to life through 6 sheets, in-store material, a social media campaign, coupons, and an external launch event.
This work was produced whilst at at Propaganda Brand Strategy, Leeds.
